Nahat Collaborates with BeReal to Engage Japanese Gen Z Through Innovative Ads

Nahat Partners with BeReal for Gen Z Marketing Campaign

Nahat, a marketing company based in Shibuya, Tokyo, has recently partnered with BeReal, the first global social networking platform from France, to execute an advertising campaign aimed at Japan's Generation Z, specifically targeting individuals aged 18 to 23.

What is BeReal?

BeReal is revolutionizing social media by promoting unfiltered and genuine moments of daily life, completely discarding the editing and enhancement features prevalent in traditional platforms. This approach uniquely positions BeReal within the social media landscape.

According to a study conducted by CyberAgent's Next-Generation Lifestyle Research Institute, major social media platforms like Instagram and X (formerly Twitter) have reached saturation levels in user engagement over the past three years. In stark contrast, BeReal has consistently seen growth during this same period.

With a unique feature that sends users a random notification once a day, BeReal allows them a mere two minutes to capture and share images using both the front and back cameras. This element of immediacy and authenticity significantly enhances user engagement, creating a level of interaction that is unmatched by other platforms.

Campaign Overview and Results

The recent campaign by Nahat, in collaboration with BeReal, was designed to raise awareness of Nahat among local university students while offering internship opportunities. With a reach exceeding 2.6 million individuals interested in social media marketing, the campaign successfully engaged approximately 1.55 million university students—accounting for nearly 60% of that demographic. This reach underscores BeReal’s powerful foothold within the younger Japanese population.

Moreover, the click-through rate for this campaign reached an impressive 4.51%, significantly above the average of around 2% for previous campaigns on BeReal. This success highlights the effectiveness of this innovative approach as Nahat harnesses new strategies to capture their target audience's attention.

Nahat's Strengths and Future Prospects

Nahat boasts a youthful workforce, with an average age of 26.3 years, which allows them to connect with Generation Z on their level and stay attuned to contemporary trends. Their team’s understanding of the younger generation enables them to create impactful advertising strategies that resonate deeply.

Through collaborations with global platforms like BeReal, Nahat aims to explore uncharted territories in marketing and contribute to the evolution of the industry in Japan by establishing new success stories.